Equilibrium rebrands to equ
Equilibrium to equ
We are thrilled to announce that Equilibrium is now officially equ (pronounced ‘e-queue’), and to unveil our new brand identity and website.
After serving the business well for the past 28 years, the decision to evolve the Equilibrium brand was driven by the objective to ensure market clarity around the business we are today, a digital-first, independent agency with expertise across consulting, strategy, digital products and performance marketing.
The name change was seen as an excellent way of signalling this evolution.
Key Takeaways
- The name change signals our evolution beyond the Equilibrium brand.
- Pronounced 'e-queue', the name captures the essence of Equilibrium but is more unique and memorable.
- Our clients and staff have increasingly referred to us as equ in recent years.
- The essence of what has brought us to this point remains the same.
The name Equilibrium was linked to our history as an integrated communications agency, registered as Equilibrium Interactive, established 30 years ago. Increasingly, the name came to represent our past rather than our future.
It was important to create a new brand platform that demonstrated, through the quality and calibre of our work, that equ is, in fact, home to WA’s leading independent digital offering with deep expertise across strategic advisory, product development, growth and performance.
More than a name
The decision to go with ‘equ’ was relatively easy.
With 2 syllables (e-queue), it captured the essence of Equilibrium, but was more iconic, unique, and memorable.
We also already owned the online equity in our URL and were, in fact, known and referred to as equ by many of our staff and clients, a trend that had grown over the past few years.
equ is derived from the Latin root word meaning equal. As a visual cue to this, we feature an equals sign within selected communications materials. As one of the most recognised mathematical symbols on earth, audiences understand that an equals symbol indicates the location of the answer, and by association, the truth. equ is a place where exceptional = our standard and value = lasting. And, with a focus on collaboration and co-design, equ is ultimately where partnership = success.
Although we’re excited to introduce equ to the world, the essence of what has brought us to this point remains the same, it’s where our clients know their most important digital projects are in safe and expert hands.
Explore our new website to learn more about the new equ, and how we create enduring value for our clients.
FAQ
Yes. Equilibrium has rebranded to equ to better reflect our current and future direction as a digital-first consulting agency.
Equilibrium was the trading name of our company, Equilibrium Interactive Pty. Ltd. Equilibrium Interactive is still the registered company name, and our trading name is equ.
We evolved beyond what the name “Equilibrium” stood for. equ is more aligned with our values, our work, and how our clients already see us.
equ (pronounced e-queue) comes from the Latin word for “equal”. It represents balance, truth and partnership, all foundations of how we work.
equ remains an independent agency proudly based in Perth, Western Australia. equ’s founders and directors, Warren Gibbs and Stephen Dodge, still work in the agency along with the other owner, and director Sean Molam, our Chief Technology Officer.
Absolutely. The same experienced team behind Equilibrium is now behind equ.
